Why All Brands Must Take a Stand

Value-based decision making is no longer limited to B2C consumers. For business marketers, it’s a post-B2B world — and it’s time to adapt

By Sahana Jayaraman

Consumers don’t want a generic crisis response. They want a firm stance. This means not just being reactive; taking a stand on a values-related issue creates a clear point of difference, helping a brand distinguish itself from the competition, new research shows. For B2B brands, it’s time to take a stand.